McDonald's Holds One Trump Card Over Every Other Fast Food Brand

By avlxyz on FlickrMcDonald's is the biggest fast food chain in the world and has an elite brand, but it also has a trump card that's helping it maintain its big lead over the competition.

Breakfast.

Aisling Balfe, a retail analyst with Planet Retail, told QSR Magazine that McDonald's dominates the sector because of its "crucial first mover status" and "staying ahead of the curve with new product innovation."

It just makes sense for these brands to offer breakfast, explains Trefis. From its report at Forbes:

"From a business point of view, it makes sense for restaurants to attract a greater number of customers in the breakfast category since certain costs such as rental/occupancy costs remain fixed. The incremental revenues thus help drive the overall profitability, besides increasing the absolute profits."